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Disclaimer• This presentation is based on my personal observations being a part of business and will have no relevance to business actuals.• The contents are intended for technological knowledge exchange and not for business strategy development.• Presentation does not contain any copyrighted information.• Any similarities will be merely consequential.

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Dawn of quench for information• Need of integrated picture across the systems, business functions• Life Cycle Views of Customer, Inventory, Fund Flows• Trend Analysis from Multiple touch points• Integration of heterogeneous reports• Lead time reduction

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Transforming Data to Predictive Variables Snap-shot Recency Normalized •What was the •What is the average product purchase days subscriber uses •What is current baseProduct Purchase behavior in first 90 a package? pack? days? •What is the behavior •How many Add-on •Were there package maximum no of add- packs? drops before on packs subscriber subscriber churned? has used •When was the last •What is the latency time subscriber of recharging? Recharging / •How many times has recharged? •What is theChannel adoption subscriber recharged •Was the subscriber subscriber affinity on web? early adapter of web towards one recharge? recharge mediums?

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Transforming Data to Predictive Variables Snap-shot Recency Normalised • Is the deactivations • What is the national •How many times do a recent average of subscriber subscriberChurn behavior deactivates? phenomena? deactivations? •Is the subscribers •Ratio of Active day new to deactivation to total vintage? • Which class of city • How soon did does subscriber come subscriber register on •What is the averageDemographic / from? portal? spent on Our •Is the subscriber Affinity package different •Has there been Company? relocation before from the region churning? (South)?

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Direction Application Size Small Large Real Time Yes No Take your time Yes Yes

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Summary• Define your challenges – Technological as well as business• Take Ecosystem and Technology Paradigm in Mind• Mastery is not achieved overnight• Journey and a pursuit for excellence is more important than goal attainment.

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Campaign Management Current Campaign Management “ Let me find a group of people to talk about it.” “ I have an offer …” offer Subscriber Campaign Management “I have a person with a change “ Let me find the best offer in behaviour that suggests a to fit this person ’s need. ” need…” offer offer offer offer

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Campaign Approach Subscriber Campaign Management “I have a person with a change in “ Let me find the best offer behaviour that suggests a need…” to fit this person ’s need.” ’ offer offer offer offer • How do I find the “Right Offer” for the “Right Subscriber”? • How do I differentiate the subscribers based on their current status with Our Company? • What is the order of campaign events for each of the opportunity with subscriber?